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Q&A: My Shiney Hiney Exec Jason Daniello Talks Company Growth

Alex Glass

With anal play becoming increasingly trendy, hygiene is of the utmost importance. With a variety of anal douches and enemas on the market, My Shiney Hiney was launched in 2014 as a line of personal hygiene products that focus on the exterior look of the anus.

The original My Shiney Hiney brush set features soft or medium bristles attached to an ergonomically designed curved applicator brush that allows for easy accessibility to hard-to-reach personal places. The My Shiney Hiney brush set comes with applicator brush, three medium bristle replaceable brush heads, a suction cup shower holder and the finger brush for a more intimate cleanse. The company also offers a range of cleansing creams featuring unique scents, as well as a whitening cream.

Since our debut at the XBIZ Retreat in Miami, we have enjoyed a great deal of success. Retailers that are carrying our line have very positive feedback from their customers, and with the amount of re-orders we can see the demand is high.

My Shiney Hiney recently announced the promotion of Jason Daniello, who has been with the company since its inception and has now taken on the role of director of new product development. In his new role Daniello will be expanding awareness through trade shows, meeting with key leaders in the industry, and expanding the product line. In this exclusive interview with XBIZ Sensuals, he reveals what’s next for the brand while offering some background on the product line.

XBIZ: When was My Shiney Hiney established? Who invented it, and what was the inspiration for it?

Jason Daniello: My Shiney Hiney was established in 2014 by Ernie Peia, the owner of CSS Inc., in Netcong, N.J. Ernie knew that something needed to be done about the basic hygiene of the rear end. It is the hardest to reach of any intimate area and it deserves to be cleansed properly, and with its own brush. But why stop there? So he developed scented cleansing creams and a whitening cream to go along with it.

XBIZ: How have consumers and retailers responded to this product?

Daniello: Consumers and retailers alike have responded in an overwhelmingly positive way. When someone sees the My Shiney Hiney line of products, they understand that this has been something that they have been missing for a long time, simply because there has never been anything out there like it.

XBIZ: How would you describe the demand for My Shiney Hiney products?

Daniello: The demand for My Shiney Hiney has been terrific. Since our debut at the XBIZ Retreat in Miami, we have enjoyed a great deal of success. Retailers that are carrying our line have very positive feedback from their customers, and with the amount of re-orders we can see the demand is high.

XBIZ: Discuss the marketplace for anal play products. How does My Shiney Hiney fit in and/or stand out?

Daniello: My Shiney Hiney is the first product intended to clean the outside of the anus in preparation for anal play. The adult retail world has plenty of internal cleansers such as enemas and douches, but we focus on the outside. Our cleansing brush will remove any harmful bacteria that may cause a not-so-fresh odor down there (“swamp ass”). Our scented cleansing cream is a lotion-based cleanser that will keep you looking, feeling, smelling, and even tasting fantastic all day long! There are three scents to choose from — Passion Fruit, Lemon Verbena, and Citrus Ginger. Our lavender whitening cream will help blend any dark pigmentation with the natural skin tone that surrounds the anus, and it contains no irritants or bleach.

XBIZ: How has the company evolved since you joined at its inception?

Daniello: Since the My Shiney Hiney line of products has hit the market less than a year ago, we have penetrated the retail market and I am proud to say the My Shiney Hiney is enjoying our success in 2015 and looking forward to an even brighter future.

XBIZ: As the director of new product development, what’s in store for the future?

Daniello: Our future looks full of potential as we will be expanding our line. Some of the ideas in place are a line of anal play toys, toy cleansers, flushable wipes and a few others. Keep your eyes peeled.

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